Sales management

SHORT TERM OBJECTIVE:

• To increase sales during the given period of sales promotion.

LONG TERM OBJECTIVES:

• To increase baseline sales of Bournvita
• To widen customer base
• To capture a larger market share in terms of revenue.

Holistic or Sustainable marketing

• Cadbury believes in that corporate social responsibility is at the heart of their success.
• good value and good business go hand in hand.
• CSR is a part of the company's heritage and the way they do things.
• Migratory birds stop over at Bangalore factory: Cadbury made continuous efforts to increase water conservation. Bangalore factory had constructed a check dam to store the rainwater. It also became a stopover location for migratory birds.
• Cocoa cultivation in India: Cadbury efforts have increased cocoa productivity and touched the lives of thousands of farmers.
• It also set up non-formal school set up for children of migrant workers in Baddi.

Analyzing business markets

• B2B- Business to Business refers to deals amid two deals whereas both clients and sellers are company owners.
• B2C- Business to Customer refers to deal amid company and end-user. 
• Bournvita is Company to Customer marketplace, whereas the brand undeviatingly allocating the product to the end-user.
• Cadbury has a easy allocation web through which  it reaches its customers. 

Branding

Branding strategy gave for Bournvita is nothing convoluted, Bournvita is far emphasizing on "Vitamin D"  exceptionally for Calcium. Such emphasis could give negative encounter towards the brand because it is undeviatingly affecting on milk. The TVC clearly undertakings that the youngster will not be becoming calcium from milk if he/she does not consume Bournvita. Cadbury Bournvita has adopted assorted methods to advance brand whereas it can craft up forceful brand fairness and loyalty. Brand fairness has come to be one of the most vital believed as brands are the heart of marketing and company strategy. Bournvita's mental fairness and strength is the product quality. A survey led displays that the brand Bournvita is observed to be 80% worth sensitive and of superior quality. Therefore for a good or superior quality customers are keen to wage a higher price. Bournvita quality is a bigger driver of sales than price. Brand fairness is exceedingly reliant on belief factor. Extra number of people who contemplate that the brand Bournvita is extremely trustworthy have suggested the brand to others. Therefore it extremely vital for a brand like Bournvita to craft client loyalty and uphold the belief that they have built. 

Segmentation, Positioning and Targeting

SEGMENTATION:

• Demographic 

Cadbury has segmented the marketplace for their flagship product "Bournvita" demographically. Bournvita has segmented its product on basis of period cluster that is 5-16. It is targeting one of the biggest customer clusters in India. Children give too far significance to condition and Cadbury has addressed both the things extremely well. Bournvita Li'l Champs formulated alongside scientifically proven ingredients like DHA & whey protein, came to be an flawless condition drink for children amid the formative years of 2 to 5 yrs.

• Behavioural

Benefits that the product offers are as follows :

proteins- 7 grams, 

fats- 2 grams,

Carbohydrates- 84 grams of which sugar is 70.3 grams.

Thus the major portion of the Bournvita i.e carbohydrates provides energy.

POSITIONING:

Positioning is the procedure by that the marketers endeavor to craft an picture or recognize in the minds of the target marketplaces for its produce, brand or organization. Bournvita has always positioned itself as a children drink and has been advancing itself that way. In 1970, brand positioned as a product that helps in good upbringing and utilized the tagline "goodness that grows alongside you." Across 80's concentrated modified from upbringing to intelligence. In 1990's the firm contacted it ought to focus on finished condition of the youngster and therefore modified its focus to body and mind. The brand utilized an acronym RDA, to underpin the condition positioning. The brand utilized a ingenious Nutritional meter to converse the RDA formula: 2 cups of Bournvita for balanced nutrition.

TARGETING:

• Most of the Cadbury's promotional activities are based on the children who influence their parents to buy Bournvita.
• Bournvita offers unique combination on health and taste. Thus it targeted mother's concern about their child's health and taste preferences. 
• It also attracted children with freebies and gifts time to time.

Promotion

ADVERTISING:

1970- The brand was positioned as a product that helps in good upbringing : "goodness that grows with you."

1980- Changed its focus from upbringing to intelligence : "Brought up right, Bournvita Bright."

1990- Again changed its focus to body and mind : "Tan ki shakti, Man ki shakti."

To reinforce the taste attribute, the brand used the cricketer Ajay Jadeja to endorse the brand and used the tagline " No Bournvita, No milk."

current millennium- The brand identified "confidence" as its core essence and uses the tagline " Do you have Bournvita confidence?"

PUBLIC RELATIONS:

• The company launched a television commercial show casing's Mirza transformation from a toddler to a tennis champ after the consumption of a new product, Bournvita Li'l Champs for age group of 2-5 years.

• Bournvita has also been attached to various quiz competition and has been promoting this event such that the brand has become synonymous with the quiz contest.

• Association with Cartoon Network- Power puff girls & dexter.

PERSONAL SELLING:

Not applicable to Cadbury Bournvita.


SALES PROMOTION:

In 1990s, a set of counters and dice were included free in each promotional pack.

The brand also came up with the scheme of extra Bournvita for the same price.

Distribution

• Distribution is the procedure of making a product or ability obtainable for use or consumption by a customer or company user, employing manage way, or employing indirect way alongside intermediaries. 
• Cadbury has a large allocation web in India, and is catering Bournvita to its clients in this network.
•  Bournvita has concerning 2100 distributors and concerning 450000 retailers. Finished customers of Bournvita are concerning 65 million. 
• Bournvita has been discovered in nearly all health stores, ability stores, super marketplaces and all retail stores that includes Reliance new, D-Mart, Large bazaar etc. 
• It has installed coolers at countless outlets to address the subject of product stability that helps in maintaining quality across summertime after there is a lot of heat. 

Pricing Strategy

After the product has been industrialized or is concerning to go in a new geographical area, the firm have to choose on how it wants to worth its product. To do so the stable have to choose on precise objectives. Keeping in mind Current energy drink, we will seize a gaze at the pursuing 6 objectives:

• Selecting the Pricing Objective: In the mid-price scope of power drinks Bournvita, aims to be the Product – Quality leader. The main competitor of Current is Horlicks that is priced lower than Bournvita. Bournvita is additionally extra luxurious than accepted brands like Boost and Horlicks. Even nevertheless it is at a higher worth than the supplementary drinks in it’s cluster, it is not out of grasp of the client in words of price. Bournvita is able to worth itself higher because it is a reputed global brand and consequently has a higher observed quality and status. 
• Determining Demand: The connection amid worth and demand is inverse. The higher the worth, the lower the demand. Bournvita has priced itself higher than it’s closest competitor Horlicks. The reason it has finished so is because Bournvita has positioned itself as a superior product that provides unmatched nutritional benefits as contrasted to Horlicks. Secondly, the worth difference is not that outstanding that it can be observed in a disparate cluster or is out of grasp of the customer. Subsequently by bestowing larger aftermath and owning a forceful brand word, Bournvita is validating its price. 
• Estimating Costs: When Bournvita went in the Indian Market, it did not have expend deeply on scutiny and discovering new allocation channels. Separately from the fixed prices, Bournvita had a lot of money to expend on marketing and advertising. This was demanded as Bournvita demanded to craft awareness and to contest alongside their competitors in the marketplace and additionally had to validate it’s worth that was higher than the others. 
• Analyzing Competitor Cost: Bournvita’s biggest competitor is Horlicks. Horlicks has been in the marketplace in main 1940s. Bournvita had to contest opposite Horlicks that was well understood in the mid-price condition drinks category. Bournvita selected to worth itself  higher than it’s competitor and endowed a higher quality.  
• Selecting a Pricing Method: Bournvita has established it’s worth on Observed Worth Pricing. This way that the clients Observed Worth is established on a colossal number of things. Such as the picture of the brand, the brand , trustworthiness and standing of the brand. The firm additionally uses publicizing and marketing to enhance the observed worth of the product. Bournvita promotes a lot and has crafted a forceful attendance in India. It additionally has a good globe picture and Cadbury is a knew and one of the most trustworthy firms considering the world. As elucidated preceding, the stable expects that the Finished Benefits will exceed the Finished Benefits and Bournvita will have a elevated Observed Value.  
• Final Pricing: The price of 500g pack of Bournvita is Rs.181.

Product Mix

Product mix is a set of all products offered by the company.

1. Width - Number of different product lines.
2. Length - Total number of products.
3. Depth  - Assortment of size, colour, and models offered.

Cadbury India, consists of following products apart from Bournvita :-

• Cadbury Dairy Milk
• Cadbury Dairy Milk (Fruit&Nut)
• Cadbury Caramel
• Cadbury Crunchie
• Cadbury Silk
• Cadbury Eclairs
• Crackle
• Cadbury bournville
• 5-STAR
• PERK
• Cadbury Gems
• Oreo
• Nutties
• Cadbury Bytes
• Cadbury celebrations
• Cadbury Cocoa
• Cadbury Picnic
• Cadbury popcorn
• Cadbury chomp
• Cadbury drinking chocolate

Marketing mix elements

PRODUCT:

Cadbury Bournvita is one of the most loved chocolate drinks around the world. Bournvita is a combination 2 words, Brown & Vita. Brown because it is brown in colour & Vita because it has lots of vitamins. It is a nutritional drink which acts as a dietary supplement providing nourishment along with good taste and flavours. Also for kids who detest milk in its pure state unless flavoured, this is an ideal drink.

Bournvitas nutritional facts:

1. Gives protein.
2. Provides Vitamin A, Vitamin C & Vitamin B12.
3. Contains Calcium, Iron and Folic acid.
4.  It also provides our body with Niacin, pyridoxine, Riboflavin, & Thiamin which is very essential for the proper working of our nervous system.

PRICE:

Normally. price is the most important element in deciding the fate of any product. While purchasing any health drinks however, a housewife or a mother who is the ultimate buyer gives price secondary importance. She will carefully study the taste and nutritive values in the health drinks. Bournvita being one of the most expensive health drinks in the market (Rs.101 for 500gms), but still due its good taste and great nutritive values it has captured the majority of the market. 

PROMOTION:

Bournvita always comes with consumer promotion activities from time to time. e.g giving free gifts like plastic mugs, chess games or ludo etc. They also came up with the scheme of extra Bournvita for the same price. The ads had very cleverly promoted this drink for intelligent school kids through organizing the famous Bournvita Quiz Contest between different schools. 

• Television commercials
• Association with Cartoon Network- Power Puff Girls & Dexter.
• In-house Advertising-

1.  Bournvita Confidence Academy (Reality Show).
2. Bournvita Quiz Contest hosted by Derek O'Brien.
3. Bournvita general knowledge book. 

PLACE:

The distribution pattern followed by Cadbury Bournvita is more or less same as the traditional channel of distribution. The company has a total consumer base of over 65mn. Besides use of IT to improve distribution logistics, Cadbury is also attempting to improve distribution quality. To address the issues of product stability, it has installed coolers at several outlets. This helps in maintaining consumption in summer, when sales usually dip due to the fact that the heat affects product quality and thereby off take. 

Product Levels

The 3C’s model points out that in the construction of a business strategy, three main players must be taken into account:

1. The Customer.
2. The Competitors.
3. The Corporation.

 The five product levels indicate the value that consumers attach to a product. The customer will only be satisfied when the specified value is identical or higher than the expected value.

• The Customers [Core benefit & Expected product]

A firm’s main focus should be its present and potential customers to be successful in the long run.  Core benefit of the product is the fundamental  need or want that customers satisfy by consuming the product or the service. The core benefit of Bournvita that customers would want, is a nutritional drink resulting  in a healthy body and an active mind. Expected product is set of attributes or characteristics that a buyer that the buyer expects. In case of Bournvita, buyer expects the drink to provide essential nutrients to growing children, different flavours, vitamins, packaging in durable bottles.

• The Competitors [Basic,Augmented & Potential product]

It is essential for a firm to differentiate its offering from that of its competitors operating in same market. Augmented product is inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. Bournvita offers brain developing, bones protecting drink for women and babies.

•  The Corporation [Basic product and Potential product]

A corporation needs to carefully evaluate both the short term and long term strategies to beat competition and have a sustainable competitive advantage. Basic product is a version of the product containing only those attributes or characteristics absolutely necessary for it to function. Taste and Nutrition is the basic attribute which is necessary for Bournvita to function. Potential product all the augmentations and transformations a product might undergo in the future. Bournvita could come up with health bars, "nutribars" category, special sweet health drink for diabetic patients.

Product Life Cycle

Product life cycle is a business analysis that attempts to identify a set of common stages in the life of commercial products. In other words the 'Product Life cycle' PLC is used to map the lifespan of the product such as the stages through which a product goes during its lifespan. 

The four stages of product life cycle of Bournvita are as follows:


INTRODUCTION STAGE

• Bournvita is among the oldest brands in the Malt Food category launched in 1948.
• It was heavily advertised as a kid's nutritional drink.
• It acted as a substitute of "milk" 
• It acquired 17% market share.
• The drink was named by Cadbury which was derived from Bourneville, the model village which is the site of the Cadbury factory.

GROWTH STAGE

• Consistency
• Proper positioning
• Excels at delivering the benefits truly desired by customers.
• Big brand visibility

MATURITY STAGE

• Product quality
• By winning trust of consumer
• By getting better labels than its competitors.
• By getting a tagline such as, "Do you have the bournvita confidence" that got stuck in the mind of consumers.

DECLINE STAGE

• Bournvita has yet to go through the decline stage. However the other nutritional drinks such as milo, horlicks, complan, etc offer a great competition to bournvita and may soon push it to the reaches of the decline stage.

Competition

Major competitors 

• Boost
• Complan
• Horlicks
• Milo

1. Nourishment : Horlicks scores well above all the brands as distant as the nourishment attribute of the product is concerned. The subsequent brand surprisingly turns out to be Complan above Bournvita.  
2. colour : The two brands alongside highest score are Bournvita and Horlicks but the dark brown gleaming colour of bournvita is the most liked. 
3. Palatability : Bournvita scores far higher than others going alongside the traditions of Cadburys rehearse of taste. 
4. Economy : Bournvita scores highest on the economy aspect closely pursued by Horlicks. This way that the worth being presented for the product is observed as being competitive in the condition food drink market. 
5. Shelf presence : The mean score of this aspect of Horlicks is the best pursued by Bournvita. This has to do alongside the allocation of the brands that appears to be the best for Horlicks.
6. Brand image : The mean score for brand picture is the highest for Bournvita pursued by Horlicks. This way the publicizing and picture associations alongside Bournvita are extremely strong. 
7. Promotional schemes : Bournvita scores the highest on this aspect. The supplementary closely pursuing brand Horlicks seems to be lagging on this aspect. Boost on the supplementary hand scores elevated on this attribute. 

Intense competition can lower Bournvita's profit, because competitor can entice consumers away with superior products.

Customer Decision Process

Customer decision procedures are the decision making procedures undertaken by customers in stare to a possible marketplace deal beforehand, across, and afterward the buy of a product or service.  

 Bournvita Pre-Purchase [ Need recognition& information search]
 Health drinks largely cater to the children's market and therefore, kids have a major influence in the purchase.
 Most consumers (67%) expect value for money from the health drink in the form of extra offers rather than free gifts or discounts.

Bournvita during the purchase [Evaluation of alternatives & Purchase decision]
Refill packaging is most preferred due to reusability.
Chocolate is the most preferred flavour for health drinks.

Bournvita Post-Purchase [Purchase Evaluation]

Sources of awareness about Bournvita 

• Word of mouth
• Advertisement

Reasons for buying Bournvita

• Nutrition - 72%
• Taste - 28%

This shows that the nutritional value is of high consideration while buying a health drink like Bournvita. Taste is the only other factor. This is probably why all the advertisements for health drinks emphasize on these two factors. 

ANALYSIS

Q. Who will buy this item?

• Most of the promos are targeted at children who compel their parents into purchasing the brand.

• It also targeted the mothers concern about her child's eating habits and health.

Q. What problem will product solve?

• It provides a balanced mix of high-quality, essential protein, fat and carbohydrate to provide energy, as well as an extensive range of vitamins and minerals and it provides a useful boost to energy even in small servings.

• Drinking a mug of Bournvita is the natural choice when you want to relax before going to sleep, so you awake feeling refreshed and revived.

Q. Which attributes are important and why?

• Taste and nutrition - these two are the two prime attributes that induces a customer to purchase the product.

• Availability, price and scheme. Bournvita came up with the scheme of extra Bournvita for the same price. 

Q. If this decision is first time, then how will it go? If it is repeated, how will it go?

• When the consumer will purchase Bournvita for the first time, he will be satisfied because of its proven results over the years. The results show the acceptance of the consumers towards the success of the segmentation venture. 
• The benefits, taste and brand are the key attributes that encourage consumers for the purchase of the product again & again.

Customer Value

Value is carrying benefits to the client in methods that should hold worth to the association and stakeholders. It is a loyalty plan embedded in the attitude of the highest levels of the company. Faithful clients retain buying, frequently more. That's worth to the stakeholders, each day. Value can be described as the connection of a firm's marketplace offerings to those of its competitors. Value is what a client gets in transactions for the worth it pays.

Accordingly to the Marketing Bible written by Professor Kotler, Customer perceived value is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives. 

VALUE TO CONSUMERS/CUSTOMERS

• Quality
• Unique combination of taste and health
• Different flavours
• Nutritious drink
• Packaging (use of glass jars,which do not allow moisture to get in)
• Availability and Accessibility

VALUE TO RETAILERS

• Profit Margin
• Demand of the product
• Shelf life of the product
• Competition amongst retailers

Overview

Cadbury Bournvita- the Malted food drink is understood as of one of oldest and most trusted brands. It was dispatched in 1984, across its past, Cadbury Bournvita has unceasingly re-invented itself in words of product, packaging, raise, & distribution. It grasped 6 decades worth of accepted assurance in its quality of bestowing the best nutrition drink to assistance development and all- round development.
It is additionally obtainable in a chocolate and caramel taste that is shouted Cadbury Bournvita 5 star Magic.
Bournvita proposals a exceptional combination of condition and taste. 

Marketing definition

                                                       

                          

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)

Marketing is the procedure of conversing the worth of a product or ability to clients, for the intention of vending that product or service. Firms have honestly consolidated marketing as a attitude across the whole organization. They are no longer plainly accountable for a department but for "delivering worth and client relationships." 

An understanding of what clients demand and worth, is central to marketing. Discovering your customer's needs and how you can add worth across marketing hobbies paves the method for a prosperous company in the long term.